The dos and don'ts of account-based marketing

Account-based marketing is fast earning a reputation as the only way to successfully tackle modern B2B marketing. We investigate the dos and don'ts

Take a dive into any B2B marketing playbook today and you’re likely to encounter account-based marketing (ABM) in the mix.

With 99 per cent of ABM-engaged companies surveyed by SiriusDecisions seeing 20 per cent average lift in engagement, and 91 per cent citing higher ROI, it’s clear account-based approaches are on a fast track to B2B dominance.

You only have to look at the shifts in how B2B buyers procure to know the old digital marketing and demand generation models are broken, 6Sense global CMO, Latane Conant, says.

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